75-4 Advancing the KGS mission through Science Communication

Abstract:

Hundreds of projects take place behind the scenes at the Kansas Geological Survey (KGS) every year. From creating maps to collecting water samples and organizing core, each division of the survey is dedicated to its mission of “Advancing Science, Serving Kansas.” To truly fulfill this mission, however, we have to make sure we are conveying the work that we do for broader audiences. As times have changed and technology continues to advance, social media has become an important avenue to make this connection.

The KGS currently hosts multiple social media platforms: Facebook, Instagram, LinkedIn, and Youtube. These platforms have grown consistently over the last several years and the outreach team at the survey has been focused on identifying new and innovative approaches to gain new followers and spark conversation. For example, over the last 18 months, our Facebook page has increased engagement by over 500% with an increase in followers by 140% and our Instagram page has received over 512% new visits. 

In order to reach these levels of engagement, each platform requires tailored content and media. This project will present an analysis of the different types of content provided, how it is tailored for each platform, and the resulting engagement as recorded by the platform engagement statistics. Some examples of the different types of content that will be explored include memes, press releases, staff spotlights, fieldwork highlights, and more. For example, our new “Staff Spotlights” features include interviews with scientists, staff, and students to highlight individual achievements at the survey. These interviews aim to increase feelings of belonging for staff, improve our public outreach, and increase both internal and external understanding of research and service. These spotlights are approximately 600 words long and are posted on the KGS social media platforms and website, which makes content more accessible.  Within these content features, nested links lead readers to resources related to KGS research, increasing awareness of Survey initiatives. While still relatively new, Staff Spotlights have increased public awareness by highlighting important research and projects that often remain unseen. This successful content represents a key example of creative deliverables from geology related projects in our state and beyond. 

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